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News & Views

Glaceau Vitaminwater To Help Young Creatives #shinebright

14 Jun 2013

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Glacéau vitaminwater, the original, enhanced drink, is launching a new campaign for the summer, which will offer emerging talent unrivalled opportunities to work with some of the biggest names in the entertainment and creative industries, as part of a long-term, global commitment to help young talent.

The #shinebright campaign will be kick-started this summer, throughout Europe, by six leading cultural entrepreneurs from the worlds of fashion, music, design and media. These cultural entrepreneurs will mentor and support aspiring creatives in a series of exciting projects, all geared towards giving them a step up the creative industry ladder.

World-renowned fashion blogger, Susie Lau (of Style Bubble fame) and Mikey Trapstar (founder of legendary urban streetwear label Trapstar) will be among the first wave of cultural entrepreneurs mentoring aspiring creatives. Susie will be offering one-to-one mentoring and the chance to work with her at London Fashion Week. Mikey is offering young designers the chance to showcase their designs in an international streetwear event, offering them the inside track on launching their own fashion brand. Other opportunities include the chance to work alongside architect /designer Jenny Grettve at a downtown Stockholm studio and a photography session capturing the streets of Paris during a one-to-one photography workshop with Theo Gosselin.

The content-rich and social campaign showcases the importance of nurturing creativity and talent through an integrated approach including PR, media partnerships, sampling, social media, social advertising and OOH.

Glacéau vitaminwater is urging consumers to get involved by heading to a dedicated campaign hub which will go live next week, to find out more about the creative challenges set by each of the six mentors. The six #shinebright opportunities are open until Friday 16th August. Follow @vitaminwater_uk to find out more about the collaborations, stay up to date and get involved.

Notes to editors:
Glacéau vitaminwater’s 2013 Shinebright campaign is part of a long term, global commitment to help young creative talent to be at their best. The six mentors were chosen to represent the campaign as they have a unique style and personality that reflects six of the different vitamin and mineral combinations available.

The mentors star in a photoshoot by Matt Irwin, styled by Anna Trevelyan, which is being featured on billboards in cutting edge urban spots across the UK, France, Denmark and Sweden, to catch the eyes of a discerning crowd.

Other creative challenges will include the chance to win a Vespa scooter featuring your design, via an on-pack promotion this summer.

Glacéau Vitaminwater® was acquired by The Coca-Cola Company in May 2007 and launched in GB in May 2008. Glacéau Vitaminwater® is specially formulated to help people on-the-go get more of the vitamins and hydration they need to get through the day.

It all started in 1996, the year ebay® first appeared; Prince Charles and Diana, Princess of Wales, got divorced; England hosted Euro '96 and Germany won. Meanwhile, in New York City, an adventurer, gadabout and humble genius named J. Darius Bikoff was being pummelled by the one-two punch of raging thirst. Heading to a yoga class, Bikoff was feeling run-down and gobbled a vitamin C wafer and chased it with a swig of water. The combination of flavour and vitamins inspired Bikoff to develop and launch Glacéau Vitaminwater®, enhanced water that contains valuable vitamins and minerals.

‘Glacéau Vitaminwater’ and the ‘Glacéau Vitaminwater’ get up are trademarks of energy brands, inc. Aka Glacéau

About Coca-Cola Great Britain:
Coca-Cola Great Britain is responsible for marketing 21 brands and over 100 products to consumers across Great Britain, with a focus upon developing new brands and extending existing brands including Coca-Cola (recognised as the world’s most valuable brand). Other Coca-Cola Great Britain brands include Diet Coke, Coke Zero, Fanta, Sprite, Dr Pepper, Oasis, Glaecau vitaminwater, Oasis, Schweppes, 5 Alive, Lilt, Kia Ora, Relentless Energy Drink and Powerade. The Coca-Cola Great Britain portfolio is worth £2,095 million with value sales growth of 4.8% in the past year. Within this, the My Coke trilogy (Coca-Cola, Diet Coke and Coke Zero) is worth £1,162 million (Neilsen, w/c 20/04/13). Coca-Cola Great Britain is committed to developing innovative, responsible and sustainable initiatives that help protect the environment. Recently, the Coca-Cola system launched its PlantBottle™ plastic made from up to 22.5% plant-based materials. For more information about Coca-Cola in Great Britain, please visit our website at www.coca-cola.co.uk